2Day and Fox Re-focus their Brands
Late last week both 2Day FM and Fox FM transitioned away from using the “hit” line in their On-Air positioning. Hit Network Group CD Dave Cameron told Radio Today: “‘Hit’ will always be in our on-air vernacular, being the backbone of our format, but we are putting more of a focus on our ‘2Day’ and ‘Fox’ brands in those respective markets“.
All the On-air content now positions straight – “2Day FM” or “Fox FM”.
Dave also confirmed that the overall Today Hit Network brand has also changed telling us: “The overall network becomes just the ‘Hit’ network, and there is no change to station branding for any of our other stations that have undergone a transformation recently.”
Following the launch of the first Hit brand, being hit107 in Adelaide in 2014; by the new year the remaining SCA stations launched with a dual position line. Using their heritage name and the hit line, all in one. It resulted it “hit1041 2Day FM”, “hit101.9 Fox FM” etc. It didn’t take long before both B105 and 929 moved permanently to the hit name, becoming hit105 and hit929 but the flagship markets of Sydney and Melbourne straddled both lines.
Former SCA Group CD, Craig Bruce alluded to the change in his final interview with Radio Today, when Brad March asked if they got the new brand name right?: “Not in Sydney or Melbourne. I think you’ll see more of a focus on 2day and Fox in the positioning moving forward”, said Craig.